International Conference on Sri Lanka Studies (ICSLS)
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Item An Empirical Study on Message Source Attributes Reflected by Children in Television Advertising; An Audience Perspective(University of Kelaniya, 2005) Ratnayake, B.R.M.N.; Kumara, K.H.H.; Chaminda, J.W.G.Television advertising plays a key role in the marketing warfare in communicating marketer’s distinctive strategy. Message source is one critical constituent that determines the success of television advertising. The message source should be selected with due concern to communicate the intended advertising message. The message source is based on different source attributes such as credibility and attractiveness within which aspects of knowledgeability, trustworthiness, similarity, likeability and favourability are embedded. Despite the available literature reviews falls short to indicate what source attributes are reflected by children, there is a mounting tendency of appearing children directly or indirectly as the message source in television advertising. Thus, the study is carried out to identify the message source attributes reflected by children when appeared as a message source in television advertising in Sri Lanka as perceived by the television audience. The sample was limited to television audience in Colombo district with a sample size of 240. Fifteen closed ended questions were administered by a survey based on two aspects of credibility and three aspects of attractiveness. Major statistical tools used to analyse gathered data were the mean values and the percentage analysis. According to the empirical results, respondents have rejected the aspects of knowledgeability and trustworthiness on credibility and similarity on attractiveness reflected by children as a message source. They have accepted the likeability and familiarity on attractiveness as the message source attributes reflected by children. In conclusion, likeability on attractiveness is the most perceived message source attribute reflected by children in television adverting.Item A Theoretical Foundation to Foster the University Education System in Sri Lanka; Pragmatic Approach to Evacuate the Age-old Gap(University of Kelaniya, 2005) Ratnayake, B.R.M.N.; Kumara, K.H.H.Despite the fact that one pivotal role of the university education system in Sri Lanka is to fabricate proficient graduates as per the expectations by both private and public sector organisations meeting their competent criteria, we experience situations of large number of graduates bear with unemployment for a long period of time. One most recent remedy taken up by the government in this direction is to employ 40,000 unemployed graduates. The recurring issue of unemployment, under-employment and a variety of precautions taken by different authorities to the resolve the above, hints that the current university education system has not been able to cater to the needs of the society to a greater extent. The problem of this study is to formulate a mechanism to minimise the above by suggesting a framework based on reforming curriculum design. The objective of this study is to propose a theoretical framework for the university education where the expected knowledge, skills and attitudes can be acquired to meet the industry requirements reducing the age-old gap. The model is devised by constructively aligning the curriculum; learning outcomes, teaching learning: activities and assessments addressing to three domains of learning; cognitive, affective and psychomotor. In each domain, the curriculum is designed assigning lower levels of a taxonomy in the preliminary years of the degree programme and progressively directing to higher levels of the taxonomy at the higher levels the degree programme. Also within each level, objectives, teaching, learning and assessment is constructively aligned. In conclusion, adaptation of this theoretical framework to design the curriculum will be a milestone in the university system in Sri Lanka to evaluate the age- old gap and meet the industrial demand successfully.